Most likely not a PR stunt gone wrong, but a pricing error on the website. Those who ordered will probably get an email stating that their order has been canceled and they'll be refunded their money.
Years ago a coworker had figured out the timing of Dell's web store updates. He would go on moments after the update and search for pricing mistakes, which seemed to happen with surprising frequency. Dell (at the time, anyway) would honor orders that were placed before the prices were corrected.